SOURCE: Experian Research Services; KMR Group

February 26, 2008 17:33 ET

Automotive Marketing Report Suggests Media Engagement Matters for Upfront Media Buying Season

NEW YORK, NY--(Marketwire - February 26, 2008) - A recent automotive marketing report from Experian Research Services and KMR Group suggests that cross platform media planning and buying should incorporate ad technology and consumer media engagement dimensions, from life-enhancing to trustworthiness, in addition to traditional buying tactics.

Download free automotive marketing report by Experian Research Services & KMR Group.

Chris Wilson, president of Experian Research Services, said that linking engagement data to media planning is the best way to maximize returns in advertising investments. "While it's important to analyze reach, finding the best place to engage an audience can mean the difference between measuring ad receptivity and simply counting eyeballs."

Geoff Wicken, TGI global product development director, KMR Group, said the trick to ROI and diminishing returns is to understand the point in which the return for a particular media channel is maxed out. "At that point, you need to stop spending money on that channel and start on another until it is exhausted," he said. "Through tools like Compose, ad agencies are able to practice 'what if' scenario planning directly related to the needs of a brand and its messaging strategy."

Watch Geoff Wicken speak about the two major trends in communications planning.

Compose, a product of KMR Group, is a media planning and buying tool that can be linked with the Multi-Media Engagement Study from Experian Research Services to measure audience receptivity.

KMR Group is an integrated research, information and software group, specializing in marketing and media survey solutions, software systems for data analysis, and advanced analytical solutions. For more information, visit www.kmr-group.com.

Experian Research Services (ERS) is ranked one of the fastest growing market research companies by Jack Honomichl, the leading market research authority. ERS, a part of Experian, is comprised of Simmons, a full service, consumer research organization that has been The Voice of the American Consumer for more than 50 years, and Vente, a real-time online quality lead generation service. For more information, visit www.smrb.com.

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